This report provides comprehensive and current information and analysis of the clean and conscious beauty market including clean and conscious beauty market size, clean beauty market growth, anticipated market forecast, relevant market segmentation, and industry trends for the clean and conscious beauty market in the US.

Current market landscape

The majority of consumers have heard of “clean beauty” (60%), but only 27% know what it means. At its core, “clean beauty” is a marketing term, which perpetuates inconsistency among suppliers that leads to confusion among consumers. “Clean” can be used to encompass healthy, wholesome, natural and nontoxic ingredients but also taps into ingredient sourcing, safety and sustainability. The subjectivity of its definition allows consumers to find products that align with their values and holistic health ideology.

Market share and key industry trends

  • Majority have heard of “clean beauty” (60%), but only 27% know what it means. Such ambiguity is troublesome for both industry players and consumers because it impacts expectations.
  • Most define “clean beauty” through a product’s ingredient panel, with 63% associating “clean” as being natural/organic, 51% saying nontoxic ingredients and 49% defining it as being free from certain ingredients.
  • Still, 46% don’t understand the difference between “natural” and “clean,” reflecting the subjectivity and lack of a standardized definition of both terms.
  • Brands can help educate consumers and understand the ingredient panel by using recognizable ingredients – some 42% say this attribute helps build trust with a brand.
  • 42% choose “clean” products because they think the ingredients are higher quality than traditional products.
  • Avoidance of harsh chemicals also drives use of “clean” products. 40% say traditional products contain harsh chemicals.

Future market trends in clean and conscious beauty

This is why “clean” and conscious beauty remains on a positive growth trajectory: 82% of consumers are using more clean products and 72% agree that “clean beauty” is more important to them this year than last year. By leading with science and educating consumers on the benefits of “clean beauty,” brands can leverage transparency and trust to advance a holistic approach to wellness and self-care.

Read on to discover more about the clean and conscious beauty consumer market, read our Ingredient Trends in Beauty and Personal Care – US – 2022 or take a look at our other Beauty, Personal Goods & Toiletries Market Research reports.

Quickly understand the clean beauty market

  • Awareness of “clean beauty” and understanding of its meaning.
  • How consumers define “clean beauty”.
  • What types of “clean” beauty and personal care products are used.
  • Reasons why consumers buy “clean” beauty and personal care products as well as reasons why consumers haven’t purchased.
  • Attributes that build consumer trust in a beauty and personal care brand.
  • Attitudes and behaviors toward beauty and personal care with emphasis on discovery of changes in product usage, sustainability and safety perceptions.

Covered in this sustainable beauty report

Brands include: Ulta Beauty, Estée Lauder, Sally Beauty, Unilever, Johnson & Johnson, L’Oréal, Sephora and Procter & Gamble, Credo, Target, Amazon, Burt’s Bees, Mighty Patch, Youth to the People, Olaplex, CVS, Walgreen’s, Kroger, Whole Foods, Trader Joe’s, Bitchbox, FabFitFun, Urban Outfitters, Anthropologie, TikTok, Instagram, YouTube, BeReal, JĀSÖN, Babo Botanicals, Codex Labs, Beiersdorf, Nivea, Every Man Jack, Coola, Ceremonia, Aveeno, Lumene USA, Dime Beauty Co., Reflekt, Stella by Stella McCartney Beauty.

Expert analysis from a specialist in the field

This report, written by Jennifer White Boehm, a leading analyst in the BPCH sector, delivers in-depth commentary and analysis to highlight current trends in sustainable beauty brands and add expert context to the numbers.

Beauty companies and brands simply can’t be all things to all people when it comes to defining ‘clean.’ There is a notable shift toward people aligning how and what they consume with their values. The ‘clean’ beauty movement plays into this shift and the subjectivity of its definition allows consumers to glean their own interpretation and find products that align with their narrative. Yet the most successful brands will remain authentic to their mission and identity by leveraging a compelling and transparent ingredient story.
Jennifer White Boehm, Director, US BPCH Reports
Jennifer White Boehm
Director, BPCH Reports

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Defining “clean beauty,” 2022
      • Figure 2: “Clean” product usage – NET, 2022
      • Figure 3: Category outlook, 2022-27
    • Opportunities and challenges
    • Ambiguity surrounding “clean” causes consumer confusion
      • Figure 4: Awareness of “clean beauty,” 2022
    • Current satisfaction and cost are top reasons for not buying “clean” products
      • Figure 5: Reasons to avoid “clean” products, 2022
    • Trepidation toward gimmicky claims
      • Figure 6: Attitudes toward beauty and personal care, 2022
    • Opportunity to grow user base as the importance of “clean” products escalate
      • Figure 7: Attitudes toward beauty and personal care (usage), 2022
    • Win over consumer trust through transparency and authenticity
      • Figure 8: Attributes that build trust in a beauty/personal care brand, 2022
    • Key consumer insights
  3. Market Factors

    • Falling confidence and inflation have negative implications
      • Figure 9: Consumer Sentiment Index, 2007-22
      • Figure 10: Consumer Sentiment Index change from previous period, 2007-22
    • Regulations to the rescue?
    • Amazon remains the leading “clean” retailer
      • Figure 11: “clean beauty” landing page, 2022
      • Figure 12: Retailers shopped, 2022
    • Social media influence on beauty
      • Figure 13: Attitudes toward beauty and personal care, by age, 2022
  4. Competitive Strategies and Market Opportunities

    • Lean into the swelling holistic movement
      • Figure 14: Attitudes toward beauty and personal care, 2022
    • Make “clean” easy to understand
      • Figure 15: JĀSÖN Instagram post, 2022
    • Sustainability as an authentic brand identity
      • Figure 16: Babo Botanicals Instagram post, 2022
    • A stronger focus on science, transparency
      • Figure 17: Codex Beauty Instagram post, 2022
    • Targeting men with “clean beauty”
      • Figure 18: Attitudes toward beauty and personal care, by gender, 2022
      • Figure 19: Beiersdorf Nivea EcoDeo products, 2022
      • Figure 20: Every Man Jack Instagram post, 2022
  5. The Clean and Conscious Consumer – Fast Facts

    • Fast Fact 1: “clean beauty” largely refers to a product’s ingredients
    • Fast Fact 2: “clean” also means conscious manufacturing/positioning
    • Fast Fact 3: “clean” is underscored by safety associations
    • Fast Fact 4: “clean” should also be promoted as effective
  6. Consumer Awareness of Clean Beauty

    • Most have heard of “clean beauty” but can’t really define the term
      • Figure 21: Awareness of “clean beauty,” 2022
    • Lack of awareness data skewed by older consumers
      • Figure 22: Awareness of “clean beauty,” by age, 2022
  7. Defining “Clean”

    • “Clean” still falls under the “natural” halo
      • Figure 23: Coola mineral face sunscreen sheer matte SPF 30, 2022
      • Figure 24: Defining “clean beauty,” 2022
    • Men lean into efficacy and science-backed definitions of “clean”
      • Figure 25: Defining “clean beauty,” by gender, 2022
    • Older consumers define “clean” in relation to product ingredients
      • Figure 26: Defining “clean beauty,” by age, 2022
  8. “Clean” Beauty Product Usage

    • Personal care products lead the way for “clean”
      • Figure 27: “Clean” product usage – NET, 2022
    • Consumers most apt to use “clean” products for daily hygiene
      • Figure 28: “Clean” product usage, 2022
    • 25-34s emerge as leading adopters of “clean” products
      • Figure 29: Ceremonia All-in-One shampoo, 2022
      • Figure 30: “Clean” product usage, by age, 2022
    • Parent engagement in “clean beauty” is high
      • Figure 31: Aveeno Kids 2-in-1, 2022
      • Figure 32: “Clean” product usage, by parental status, 2022
  9. Reasons for Choosing “Clean”

    • Consumers consider “clean” to be safer and better for the environment
      • Figure 33: Reasons to choose “clean” products – Net, 2022
    • Safety is a primary reason older adults choose “clean” products
      • Figure 34: Reasons to choose “clean” products, by age, 2022
    • Quality and efficacy rationales drive parents to buy “clean beauty”
      • Figure 35: Reasons to choose “clean” products, by parental status, 2022
    • Current satisfaction and cost are top reasons to avoid “clean” products
      • Figure 36: Reasons to avoid “clean” products, 2022
  10. Pillars of Trust

    • Identifiable ingredients and clinical studies build trust
      • Figure 37: Lumene USA Instagram post, 2022
      • Figure 38: Dime Beauty Instagram post, 2022
      • Figure 39: Attributes that build trust in a beauty/personal care brand, 2022
    • Women want effective, recognizable ingredients
      • Figure 40: Attributes that build trust in a beauty/personal care brand, by gender, 2022
    • 35-44s trust brands recommended by science-led influencers
      • Figure 41: Attributes that build trust in a beauty/personal care brand, by age, 2022
  11. Attitudes toward Beauty and Personal Care

    • Majority are using more “clean” products as importance escalates
      • Figure 42: Attitudes toward beauty and personal care, by gender, 2022
    • Sustainability initiatives are a vital part of “clean beauty”
      • Figure 43: Attitudes toward beauty and personal care – Sustainability, by age, 2022
    • Safety underscores “clean” positioning
      • Figure 44: Attitudes toward beauty and personal care – Safety, by gender, 2022
  12. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms

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